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Repeat-pairs technique Definition

A product testing procedure in which respondents express a preference between two products, then repeat the task with an identical pair of products.

The repeat-pairs technique is a method used to assess the reliability of responses in a survey or questionnaire by including the same question or item more than once, often phrased differently or placed in separate sections. It helps detect inconsistent or inattentive responding.

Who relies on the repeat-pairs technique in market research?

Survey designers, data quality analysts, psychometric researchers and market research firms use this technique to evaluate respondent reliability and ensure data integrity.

What are the key aspects of the repeat-pairs technique in market research?

• Involves repeating selected questions within the same survey.
• Responses are compared for consistency.
• Helps flag careless, random or disengaged responses.
• Can be used in both qualitative and quantitative surveys.
• May require subtle rewording to avoid obvious duplication.

Why is the repeat-pairs technique important in market research?

It strengthens the credibility of survey results by identifying unreliable responses early. This helps improve overall data quality and supports more accurate insights and recommendations.

How do market researchers use the repeat-pairs technique?

Researchers embed repeat items strategically in the questionnaire and later analyze response patterns. Discrepancies may lead to follow-up, recontacting respondents or excluding inconsistent data from the final analysis.